Appendix - Required bulksheet data for Microsoft Advertising accounts
To create and update Microsoft Advertising campaign data in bulk, you can use Search, Social, & Commerce bulksheet files formatted specifically for Microsoft Advertising accounts. You can either a) generate bulk sheet files for existing accounts in the required file format or b) create them manually (see “Supported Bulksheet File Formats” for general information about the supported file formats).
Each bulksheet must include the header fields and corresponding data fields required for the specific operations you want to perform (such as creating an ad). When a field isn’t required, you can omit it from the header and data rows. All custom columns are deleted when you upload the bulk sheet file.
Following are a table of all available data fields and additional tables indicating which fields are required to add, edit, or delete data for individual entities (such as campaigns and keywords).
All available data fields bulksheet-fields-all-microsoft
The following table describes all available data fields.
For the data fields relevant for account entities, see “Fields required to create, edit, or delete each account component.”
(Campaigns with daily budgets only) How quickly to show ads for the campaign each day:
- Standard (Distributed) (the default for new campaigns): To spread your ad impressions across the day.
- Accelerated: To display your ads as often as possible until your budget is reached. As a result, your ads may not appear later in the day.
When the same product is included in more than one campaign, the ad network uses the campaign priority first to determine which campaign (and associated bid) is eligible for the ad auction. When all of the campaigns have the same priority, the campaign with the highest bid is eligible.
Example: "
CategoryL1==Animals & Pet Supplies>>CategoryL2=Pet Supplies>>Brand=Acme Pet Supplies
"To delete the existing values, use the value
[delete]
(including the brackets).www
, it’s trimmed and not used.For existing campaigns, you can’t edit the domain, but you must include it to update other properties.
For existing campaigns, you can’t edit the language, but you must include it to update other properties.
(Campaigns on the search network only) The keyword string. The maximum length is 50 characters.
Notes:
- To exclude a keyword at the ad group or campaign level, set the Match Type to
Negative
. If the row includes the ad group name, then the keyword is excluded for the ad group. If the row doesn’t include the ad group name, the keyword is excluded for the entire campaign. - Changing a Microsoft Advertising keyword deletes the existing keyword and creates a new one with a new keyword ID. Changing the match type, however, doesn’t delete the existing keyword.
Dynamic search targets for the ad group. For all targets, use "All Web Pages."
To target up to three dynamic search criteria, use the format <category>=<target>
, where <category> can include any of the categories below. Join multiple targets for an individual category with "[blank space] and [blank space]
" and join multiple categories with "[blank space] and [blank space]
".
- Category: To show dynamic search ads for indexed pages with a specific Google content category.
- URL: To show dynamic search ads for indexed pages with a specific URL, where the value may be included anywhere within the URL.
- Page Title: To show dynamic search ads for indexed pages with specific text in the page title.
- Page Content: To show dynamic search ads for indexed pages with specific content.
Example: url=shoes.example.com and page title=footwear
Example: All Web Pages
-
), such as -United States
.For Broad Match Modifier, choose "Broad" and insert a
+
before any word within the keyword that’s required (such as "+red +shoes
" to require both "red" and "shoes").Changing the match type for a Microsoft Advertising keyword doesn’t delete the existing keyword.
(Audience ad groups) Whether to:
- Target and Bid: To show ads only to users associated with target audiences who also satisfy any other targets for the ad group.
- Bid Only: To show ads even to people who aren’t associated with target audiences as long as they satisfy other ad group-level targets.
You may increase the chances that ads are shown to specific audiences, however, by setting higher bids for those audiences.
Example:
All Products>>ProductTypeL1=a>>ProductTypeL2=b
The product group (such as "brand=acme" or "All Products").
Notes:
- When a specified product group doesn’t exist in the Parent Product Groupings hierarchy, Search, Social, & Commerce creates any parts of the hierarchy that are needed.
- Search, Social, & Commerce automatically creates an "All Products" group whenever you create an ad group in a shopping campaign with a default bid set to the ad group default bid. Search, Social, & Commerce automatically creates an "Everything Else" group with the ad group default bid at each level of the product groups hierarchy. You can still explicitly create these default groups, and either exclude them or change their bids.
- Each ad group can include up to eight tiers of product groups, including "All Products" and seven other tiers.
{Param2}
and {Param3}
dynamic substitution variables, and ad customizers).For responsive search ads, insert an ad customizer using the following format, where “Default text” is an optional value to insert when your feed file doesn’t include a valid value:
{CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}
For expanded text ads, Ad Title and Ad Title 2 are required, and Ad Title 3 is optional. Microsoft Advertising deprecated expanded text ads in August 2022, and you can now only report on and delete them.
For multimedia ads, responsive ads, and responsive search ads, Ad Title, Ad Title 2, and Ad Title 3 are required, and all other ad title fields are optional.
To delete the existing value for a non-required field, use the value
[delete]
(including the brackets).For all ad types except for expanded text ads, changing the ad copy deletes the existing ad and creates a new ad with the same properties.
[null]
(no value, which makes the ad title eligible for all positions), 1, 2, or 3. For example, if Ad Title Position has a value of 1, then Ad Title will appear only in Position 1. By default, all ad titles are null (have no values). To delete the existing value, use the value [delete]
(including the brackets).Note: You can pin multiple ad titles to the same position. The ad network will use one of the ad titles pinned to the position. Titles pinned to position 3 may not be shown with the ad.
(Text ads, dynamic search ads, multimedia ads, responsive ads, responsive search ads, and enhanced campaign-level sitelinks only) The body of an ad or a sitelink.
For sitelinks, optionally use both Description Line 1 and Description Line 2 to include extra text that the ad network may display under the link text. Each description field can include up to 35 single-byte or 17 double-byte characters.
For ads, the maximum length for each description field is 90 characters or 45 double-byte characters, including any dynamic text (such as the values of keywords and ad customizers).
For responsive search ads, insert an ad customizer using the following format, where Default text is an optional value to insert when your feed file doesn’t include a valid value: {CUSTOMIZER.Attribute name:Default text}, such as {CUSTOMIZER.Discount:10%}
For text ads and dynamic search ads, Description Line 1 is required and Description Line 2 is optional.
For multimedia ads, responsive ads, and responsive search ads, Description Line 1 and Description Line 2 are required, and Description Line 3 and Description Line 4 are optional.
To delete the existing value, use the value [delete]
(including the brackets).
Notes:
- (Standard text ads) The combined title and text must be at least three words.
- (Expanded text ads) This field can optionally include the {Param2} and {Param3} dynamic substitution variables. If it does, the maximum length of the ad text is 300 single-byte or 150 double-byte characters. Microsoft Advertising deprecated expanded text ads in August 2022, and you can now only report on and delete them.
- (Dynamic search ads) Dynamic substitution text isn’t allowed.
- For all ad types except expanded text ads, changing ad copy deletes the existing ad and creates a new one.
[null]
(no value, which makes the description eligible for all positions), 1, 2, or 3. For example, if Description 1 Position has a value of 1, then Description 1 will appear only in Position 1. By default, no descriptions are pinned to a position.To delete the existing value, use the value
[delete]
(including the brackets).Note: You can pin multiple descriptions to the same position. The ad network will use one of the descriptions pinned to the position. Descriptions pinned to position 2 may not be shown with the ad.
The promotion line may appear in different locations relative to the ad (such as below the ad) depending on where the ad appears on the page.
The URL that’s included in the ad.
For expanded dynamic search ads, the ad network generates this value dynamically from the website domain, and you don’t need to enter a value.
For expanded text ads and responsive search ads, you don’t need to enter a value. The display URL is automatically extracted from the domain in the final URL. You optionally can customize the URL using the Path 1 and Path 2 fields.
Notes:
- (Accounts with final URLs) The domain names in the display URL and final URL must match.
- Microsoft Advertising deprecated expanded text ads in August 2022, and you can now only report on and delete them.
To insert an ad customizer, use the following formats, where “Default text” is an optional value to insert when your feed file doesn’t include a valid value:
{CUSTOMIZER.Attribute name:Default text}
, such as {CUSTOMIZER.Discount:10%}
For example, if Display Path 1 is "deals," then the display URL would be <display URL>/deals, such as www.example.com/deals.
Microsoft Advertising deprecated expanded text ads in August 2022, and you can now only report on and delete them.
Example: If Display Path 1 is "deals" and Display Path 2 is "local," then the display URL would be <display URL>/deals/local, such as www.example.com/deals/local.
[blank]
(that is, no end date).To delete the existing value, use the value
[delete]
(including the brackets).For accounts with final URLs, this column shows the same value as the Base URL/Final URL column.
{custom_code}
dynamic variable when the variable is included in the tracking parameters for the search account or campaign settings. To insert the custom value in the tracking URL, you must upload the bulksheet file using the Generate Tracking URLs option.For Adobe Advertising conversion tracking, which is applied when the campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically appends redirect and tracking code when you save the record.
For third-party redirects and tracking, enter a value.
For a list of parameters to indicate final URLs in tracking templates, see the Microsoft Advertising documentation.
To delete the existing value, use the value
[delete]
(including the brackets).param2=value1¶m3=value2
See “Click-tracking formats for Microsoft Advertising.”
Final URL suffixes at lower levels override the account-level suffix. For easier maintenance, use only the account-level suffix unless different tracking for individual account components is necessary. To configure a suffix at the ad group level or lower, use the Microsoft Advertising editor.
Whether to place ads for the ad group on various elements of the Search Network:
- All: To place ads on all Bing search networks and syndicated search partners.
- OwnedAndOperatedOnly: To place ads only on Bing and Yahoo! websites.
- SyndicatedSearchOnly: To place ads only on Bing and Yahoo! syndicated search partners.
- Off: To place ads on the Content Network only (not the Search Network).
For new ad groups, the default is On.
This setting determines the countries and regions in which your ad can be displayed. Make sure to choose a language compatible with the campaign’s location targets.
Note: If you assign the campaign to an optimized portfolio, this value is automatically set to Daily.
The bid adjustment for a specified target type. For example, if the keyword-level bid is 1 USD and the bid adjustment for smartphones is 50%, then the smartphone bid is 1.50 USD. By default, all targets are bid at the keyword-level bid. Valid percentages can include:
- Smartphones and tablets: –100 (to not bid for the device type) and from –90 to 900
- Desktop: from 0 to 900
{Param2}
dynamic substitution string. The maximum length is 70 characters, but be aware of the maximum length of the ad element in which you will use it (for example, Title 1 and Title 2 combined may be a maximum of 76 characters). To delete the existing value, use the value [delete]
(including the brackets).{Param3}
dynamic substitution string. The maximum length is 70 characters, but be aware of the maximum length of the ad element in which you will use it (for example, Title 1 and Title 2 combined may be a maximum of 76 characters). To delete the existing value, use the value [delete]
(including the brackets).Microsoft Advertising may display two, four, or six enhanced sitelinks with descriptions, or four or six sitelinks in a single row without descriptions, with an ad.
You can create new enhanced sitelinks only in campaigns with existing enhanced sitelinks or no sitelinks.
Deleted
.Deleted
.Deleted
. Note: If you create tracking URLs for a keyword with multiple match types, then the keyword status for each match type must be the same.Deleted
.Deleted
.Deleted
.Deleted
.Deleted
.Deleted
.Label classifications and their label values are applied to all child components; new components that are added later are automatically associated with the label. Label classifications for product groups are applied to the unit (most granular) level.
Neither the classification name nor the classification value is case-sensitive.
>Constraints are inherited by child entities, so you don’t need to enter values for child entities unless you want to override the inherited values.
The unique ID that identifies an existing ad. In CSV and TSV files, it must be preceded by a single quote (').[1:3] For responsive search ads, either the Ad ID or AMO ID is required to edit or delete ad data. For all other entity types, the AMO ID is required only when you change the ad status, unless the row includes a) sufficient ad property columns to identify the ad or b) an "AMO ID"." However, if you include neither the Ad ID nor AMO ID, and the ad property columns match multiple ads, then the status for only one of the ads will change.
Note: If you edit a) ad property columns except Status for an existing ad or b) any data for a responsive search ad, and you include neither the Ad ID nor AMO ID, then a new ad is created, and the existing ad isn’t changed.
The unique ID that identifies an existing sitelink. In CSV and TSV files, it must be preceded by a single quote (').[1:4] Required only when you change or delete the sitelink, unless the row includes a) sufficient property columns to identify the sitelink or b) an "AMO ID"." However, if you include neither Sitelink ID nor AMO ID, and the property columns match multiple sitelinks, then the status for only one of the sitelinks will change.
Note: If you edit sitelink property columns except Status for an existing sitelink, and you include neither the Sitelink ID nor AMO ID, then a new sitelink is created, and the existing sitelink isn’t changed.
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Fields required to create, edit, or delete each account component bulksheet-fields-per-component-microsoft
The following sections include the fields relevant to specific account entities.
Campaign fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Ad group fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Keyword fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Dynamic search ad fields
For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Product (shopping) ad fields
For more information about creating shopping ads, see “Implement Microsoft Advertising shopping campaigns.”
For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Responsive (multimedia) ad fields
For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.
For a description of each data field, see “All available data fields.”
[delete]
(including the brackets). Note: For this ad type, changing ad copy deletes the existing ad and creates a new one.Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Responsive search ad fields
For this ad type, use the “Responsive Search Ad” row in the Download Bulksheet dialog.
For a description of each data field, see “All available data fields.”
[delete]
(including the brackets).[delete]
(including the brackets).Text ad fields
For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Dynamic search target (auto target) fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Shopping product group fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Campaign-level sitelink fields
For a description of each data field, see “All available data fields.”
Note: If you edit sitelink property columns except Status for an existing sitelink, and you don’t include either the Sitelink ID nor AMO ID, then a new sitelink is created, and the existing sitelink isn’t changed.
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Location target fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Campaign-level and ad group-level device target fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
Campaign-level and ad group-level RLSA target fields
For a description of each data field, see “All available data fields.”
Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
- Excel converts large numbers to scientific notation (such as 2.12E+09 for 2115585666) when it opens the file. To view digits in the standard notation, select any cell in the column and click inside the formula bar. ↩︎ ↩︎ ↩︎ ↩︎ ↩︎ ↩︎ ↩︎